Corporate blogging has been around for years now and yet, many corporations are still struggling to create a strong blog that their audience would truly appreciate. In this post, I will be sharing with you some of the best corporate blogs – and what you can learn from them.
There are lots of reasons why corporate blogs don’t work – they’re not writing what their audience wants to read, their content isn’t interesting enough, they’re constantly talking about themselves, or they’re not using SEO to optimize their content; whatever the reason may be, if you’re not getting the traffic and engagement you want on your corporate blog, there is a lot to be learned from some of these amazing blogs.:
General Electric have managed to create an impressive corporate blog, as well as a social media strategy. Their blog has gone through a few transformations over the years, but they’ve now found an ideal balance between promoting themselves and being a source of interesting articles that truly offer value to their readers and target audience.
They now report news and developments in all kinds of interesting categories, such as digital industrial, innovation, aviation or healthcare, among many others. The articles they publish are written by knowledgeable people, from university professors to architects and pilots, which truly helps differentiate between their blog and their business – and while this might sound like a bad thing, it truly isn’t; because now, their blog inspires credibility and trust, which ultimately translates to their brand as well.
Hubspot has one of the top B2B marketing blogs – and a definite favourite of mine for years now. Their blog is actually cut into two: one for marketing and the other for sales.
What makes the Hubspot blog so great is that it provides truly valuable tips and advice for marketers and business owners. Their focus is on creating a good blog and not on promoting themselves or their products.
If you work in marketing or you are a business owner, I recommend you stop by the Hubspot blog and browse through their impressive list of topics – you’re sure to find something of value!
Whole Foods know who their audience is and they use their “Whole Story” blog to reach it with content that they would be interested in.
Just like with the blogs mentioned earlier, Whole Foods don’t use their blog to make it just about them. Rather, they write about food, share delicious recipes and give out tips for healthy living. They are also supporting various charities and causes that they promote on their blog.
Whole Foods know that their target consumer is health and socially conscious, so they write content that will be relevant to this consumer.
The Sony PlayStation Blog caters to its audience with news and articles on the top games being played on the popular gaming console, as well as news and developments about PlayStation.
They also keep their readers interested with sneak peeks into upcoming games, which helps them with increasing their engagement and getting lots of comments.
Disney have figured out a great way to get anyone visiting their Disney Parks blog excited about going to any of their famous parks. The blog features news from their parks and resorts, as well as an inside look into what happens behind the scenes.
You can browse through the various topics (from the top of the page) and see which celebrities have visited a Disney Park lately, how the Frozen musical came to life and so much more.
What can we learn from these corporate blogs?
What makes for a good corporate blog? I believe that the guidelines can differ from case to case, however, a lot of ‘rules’ apply across borders. One of the most important aspects of a strong company blog is the same as any other blog: offering value to your readers; put differently, offering value to your readers means giving them what they want from your blog – whether it’s practical advice or funny updates.
Another important aspect is how much you are talking about your brand. While in some cases it can work – the Whole Foods blog, for example, might share some recipes using their own products and this is perfectly OK – while in other cases, like the General Electric blog a while ago, it would be a complete disaster.
So how can you tell if your business is in the first category or the second? You can only really promote your own business on your corporate blog if you are still providing value. If for example, Whole Foods were to share a recipe that requires products that are found in their stores, it would work because readers are most likely already customers, and they might be looking for new, inventive ways of creating recipes using the products they love.
The trick here is to find a balance between sharing great content that relates to your niche but has nothing to do with your business and sharing content where you are promoting your business.
In corporate blogging, it’s very important to be clear on what your goals and objectives are from blogging. Knowing what your goals are can help you create a better blog that gets results. In many cases, companies are using their blogs as a means of increasing brand awareness online – Hubspot does this beautifully. Their blogs get massively shared on social media and they have both built a very strong following (particularly Hubspot), in great part due to their blogging abilities.
Another thing that these corporate blogs are doing that is helping them stand out is that all of the content they publish has some relevancy and amount of interest – they’re not just filler posts of a few hundred words that don’t say anything of any kind of value. This is something that I’ve encountered with numerous corporate blogs; you’ll stumble across an article, start reading it and you’ll finish it realising you’ve just read a post about nothing. You can tell reading these blogs that they don’t know what blogging is about and are probably only doing it because they think they have to.
The companies I’ve mentioned have all understood that a blog is not just something that they need to have because others do it too. Rather, they are using their blogs to provide real value to their target audience and while not everyone who reads them will actually buy their products, they are still helping the brand massively through social media shares, increased brand awareness and by giving them the credibility and trust-worthiness that so many other companies and corporations lack.
What makes for a good corporate blog? Are there any company blogs in your reading list? What is your favourite corporate blog? Leave a comment below and please share if you enjoyed the post!